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The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention
Yoon-Joo Lee, Eric Haley and Kiseol Yang, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 233-253
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s.
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s. Adopting hierarchy-of-effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that AValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company’s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers’ perceptions towards the advertisers’ intention as public-serving.
Conspicuous Conservation: Using semiotics to understand sustainable luxury
Marie-Cecile Cervellon, International Journal of Market Research, Digital First, May 2013
This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands.
This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands. In doing so, it highlights the interest of using a combination of semiotics tools (Peirce's and Greimas' paradigms) to analyse consumers' discourses. Indeed, understanding the sign-value of a brand in relation to the natural environment and society is paramount to the development of CSR activities, in order to avoid, on one side, being perceived as greenwashing and, on the other, losing the brand meaning and authenticity. Findings indicate that the luxury clientele opposes 'ascribed luxury' (discreet and emphasising traditional manufacturing techniques) to 'achieved luxury' (conspicuous and marketed). The contribution of luxury brands to society welfare should be located on a continuum between sustainability in ethos and along the supply chain, and pure philanthropic actions, both being worthy in consumers' views, and both being expected from luxury brands to different degrees, depending on the brand ascribed or achieved status.
Masculinity: A semiotic and cultural exploration in India
Satyam Viswanathan , ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper offers a semiotic analysis and cultural exploration of masculinity in India, providing a comprehensive examination of the codes that have defined Indian masculinity from antiquity to the present day.
This paper offers a semiotic analysis and cultural exploration of masculinity in India, providing a comprehensive examination of the codes that have defined Indian masculinity from antiquity to the present day. The analysis draws on history, popular culture, sociology (impact of the caste system), religion, and emergent Indian feminism. It also focuses on the implications of today's conflicted Indian masculinity for businesses and marketers, as they develop culturally relevant brand positioning and communication strategies.
The modern nomad in Asia: Capturing cultural dynamics by exploring the impact of acculturation on consumer behaviour
Stephanie Herold, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This study explores the concept of acculturation - the "process of change" people experience as a consequence of a continuous, first-hand contact with cultural groups in a new country.
This study explores the concept of acculturation - the "process of change" people experience as a consequence of a continuous, first-hand contact with cultural groups in a new country. In Singapore, where there are about 1.5 million 'non-resident foreigners', qualitative analysis was conducted to shed light on these modern nomads, with particular emphasis on their identity and aspects of acculturation. Understanding the role brands play in relation to acculturation and how to engage with these consumers is explored. The study found there is an opportunity for brands to connect emotionally with these marginal consumers.
Baring it all: An exploration of the public vs. private face of modern women in Asia Pacific
Chris Casanare, Christina Inocentes and Bing Natividad, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper looks at recent changes in the role of women in Asia Pacific, and the economic, cultural and social consequences of these changes.
This paper looks at recent changes in the role of women in Asia Pacific, and the economic, cultural and social consequences of these changes. The authors conducted a research project, consisting of interviews with women from 12 Asian nations. The key findings are that, across the region, the impact of economic growth and exposure to the outside world on the lives of women has been immense, and that the Asian woman is unique, because while her identity is still deeply rooted in her traditional culture, but at the same time she is coping with new opportunities. Significant differences across the region are revealed for the question of how these women view personal empowerment: there are tensions amongst women that are relative to their level of empowerment or the ability to make choices for themselves on matters that are important to them. The authors discuss implications for brand strategy suggested by these findings.
The last word from the East: Mobility, the great democratiser
Barney Loehnis, Admap, April 2013, pp. 50-50
Mobile's real strength isn't to do with devices and phones and it has little to do with Apple and Samsung.
Mobile's real strength isn't to do with devices and phones and it has little to do with Apple and Samsung. Loehnis argues that its real power is in the empowered consumer and their ability to control the world around them, unconstrained by physical locations and terminals. Its power is in how it can democratise education and training, as in Sugata Mitra's 'school in the cloud'. And its ability to improve access to utilities and government services, as is happening in Karamay in the Xinjang province of China, which is attempting to integrate the city's healthcare, transport and commercial systems. Marketers need to remind themselves of this immense power and think beyond the obvious when addressing opportunities in mobile.
Beyond Stereotypes: Identity and radicalisation in the UK
Michael Thompson and Adam Palenicek, Market Research Society, Annual Conference, 2013
This paper describes research carried out in three London boroughs that showed how stereotypes employed by radicalisers - people who ask Muslims to see themselves as Muslim only and impose a stark moral duty to defend Muslims worldwide - can be counter-balanced by an appeal to the evolving cultural identity of young men at risk of radicalisation.
This paper describes research carried out in three London boroughs that showed how stereotypes employed by radicalisers - people who ask Muslims to see themselves as Muslim only and impose a stark moral duty to defend Muslims worldwide - can be counter-balanced by an appeal to the evolving cultural identity of young men at risk of radicalisation. The research found that 'at-risk' individuals made positive identification with London (and West London in particular) as a diverse and tolerant city. This local, cultural identification proved to be an important counterweight to the extremist stereotype of a homogenous Muslim identity and a barrier to acceptance of the radicaliser's message.
New freedoms and new pressures: Six insights into Asia's middle class women
Low Lai Chow, Event Reports, Festival of Media Asia, March 2013
This report discusses a range of insights about middle-class women in Asia, who are experiencing new opportunities and new tensions, as attitudes towards education and employment relax.
This report discusses a range of insights about middle-class women in Asia, who are experiencing new opportunities and new tensions, as attitudes towards education and employment relax. Asians in general are getting more liberal towards gender equality, but cultural traditions may impede this progress. At the same time, Asian women are feeling pressured – both for time and due to a lack of family-friendly work practices. However, Asian women are expressing themselves with greater consumer freedom and are using individualised technology to their advantage. And, for all this new-found freedom, looking beautiful remains paramount to them.
The Athena doctrine: Female values are the future
John Gerzema, Market Leader, Quarter 2, 2013, pp. 36-39
This article, based on an international sample of 64,000 men and women, shows a consensus in how male and female values are defined and a general wish for "female" values to be more dominant.
This article, based on an international sample of 64,000 men and women, shows a consensus in how male and female values are defined and a general wish for "female" values to be more dominant. Respondents talk as if they live in an age of 'extended anxiety', have concerns that their children will not have better lives than their own, feel that institutions have accumulated too much power and express worries about society's basic fairness; all of this contributes to a general dissatisfaction with "male" structures. Traits that were attributed to female thinking are expressive, reasonable, loyal, flexible and plans for the future - and were all also related to good leadership. An example of this form of leadership in action comes from Iceland's financial recovery, where women have won leadership positions in government and big banks. However, feminine values can be seen in leaders of both genders with countries with more developed economies and a 'higher reported quality of life' have citizens who are more likely to have both feminine and masculine traits and behaviours.
WFA Global Marketer Week 2013: Diageo, AB InBev and Johnson & Johnson on building purposeful brands
Joseph Clift, Event Reports, WFA Global Marketer Week, March 2013
In this article, leading marketers from Diageo, Anheuser-Busch InBev and Johnson & Johnson discuss the importance of putting "purpose" at the heart of brand building.
In this article, leading marketers from Diageo, Anheuser-Busch InBev and Johnson & Johnson discuss the importance of putting "purpose" at the heart of brand building. Following on from the findings of a survey conducted by the World Federation of Advertisers and Edelman showing that a significant gap exists between corporate and consumer perspectives of what this means in practice, the executives argue that insights must form the heart of such marketing programmes. Effectively measuring and communicating the results is also identified as a primary objective for brand owners.
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